The natural and organic foods retailer, founded nearly 40 years ago in Asheville, N.C., is making its debut in the metro Birmingham market this morning, when it opens in the renovated, former CompUSA store next to the Riverchase Galleria.

It's the fourth Alabama store for Earth Fare, which entered the state two years ago with a store in Huntsville and later added locations in Montgomery and Auburn.

Earth Fare CEO Jack Murphy, in town for the Hoover store opening, said the company plans to continue its expansion in Alabama with possible stores in Tuscaloosa and Mobile.

"Huntsville has been extremely strong. Montgomery has been very good. In Auburn, we have to do a lot more education, because this is the first time many of the folks have seen this kind of store," he said in an interview.

'Healthy supermarket'

In the Birmingham market, Murphy expects a reception similar to Huntsville and Montgomery, since the metro area already is home to other natural and organic grocery stores such as Whole Foods and Fresh Market.

Earth Fare bills itself as "the healthy supermarket" and follows a strict food philosophy, which is printed on a sign at the front of the store.

The company does not sell items that contain high fructose corn syrup; hydrogenated or partially hydrogenated oils (added trans-fats); artificial colors, preservatives, flavorings or sweeteners; antibiotics, synthetic growth hormones or animal byproducts in feed; or bleached or bromated flour, which contains additives.

As a result, some of Earth Fare's products are more expensive than those found at conventional grocery stores, although Murphy said the company's pricing is competitive on staples such as milk, eggs and butter.

But for higher-quality items, there is a premium. For instance, beef sold at Earth Fare comes from cattle that take about 11 months to mature, versus typical cattle production that takes six to seven months when antibiotics and hormones are used.

Affordable food

Earth Fare's goal is to make healthy eating affordable for the masses, Murphy said. So, it aims to offer bargains in other areas through email coupons and in-store promotions.

"We want people to get on the health journey," he said.

On Tuesday, a sampling of the prices showed organic grape tomatoes at $3.99 a pint, while conventionally-grown tomatoes on the vine cost $2.29 a pound.

In the bulk department, which is lined with bins of flours, beans, rice, trail mix and other dry goods, unbleached white flour costs $1.39 per pound, and red lentils were priced at $2.49 a pound.

At the meat counter, boneless, skinless chicken breast was advertised at $3.99 a pound, while pork chops cost $5.99 a pound.

Throughout the store, round labels indicate local products, including Alabama brown shrimp and Good People beer.

There are also Earth Fare's own products. Among them are Save the Honeybees trail mix, a blend of dried fruit and nuts mixed with honey that was developed by the company, and Ambler's wine, produced in a partnership with Biltmore Estate, which is near Earth Fare's North Carolina home base.

Betsy Holloway, assistant marketing professor at Samford University's Brock School of Business, said a growing number of shoppers will pay more for natural and organic foods.

"There's a segment of the consumer market who see benefits in organic, local produce, hormone-free and the like, and accordingly, they can pay higher prices and still see themselves getting a higher value," she said.

Murphy, who is from Boston, said he's become immersed in the South as Earth Fare opens stores across the region. In Alabama, as well as in Georgia, Tennessee, and other states, the company has found a welcoming business community.

Earth Fare has more than 25 stores across the Southeast and Midwest.

In Hoover, the company renovated the former CompUSA store, which closed in 2008. That type of rehab, which fits in with the company's sustainable philosophy, is the preferred method for new stores.

Murphy said community involvement also is important to Earth Fare, which works with schools in its communities to help offer healthy meals. That's also true at the stores themselves, which have prepared food bars, pizza stations and a bakery.

Family night

On Thursday nights, as many as six children can eat free with a $5 purchase in the food service department.

Murphy said that idea came out of a meeting with First Lady Michelle Obama about targeting the childhood obesity epidemic.

"I thought she really had a good idea, but I was fearful that government bureaucracy wasn't going to let her do it," he said.

Earth Fare then committed to work toward eliminating childhood obesity in the communities where it has stores.

And what started as strictly a nutritional endeavor has now evolved into a family event on Thursday nights, with stores holding special activities for children at the same time.

"A lot of people in challenging economic conditions come and get the opportunity to have a healthy meal," Murphy said.